Revive: Stay Fit @Home – The New Norm in Social Distancing

Revive, a sports drink brand, encouraged consumers in Vietnam to exercise at home during the COVID-19 lockdown.

Campaign details

Brand: REVIVEAgency: Mindshare VietnamRegion: APAC

Strategy

Objective

Revive has always been the leader of Isotonics (Sport Drink) with over 75pt share(*), but the category is much smaller than other Carbonated Drink category. The main barrier of sport drink to reach more usages is its lack of public understanding on product benefit, or its lack of occasional relevance to use beyond sport/ exercise occasion. When the pandemic broke out, where people were asked to stay inside the whole day, local context did not allow anyone to go outdoors, we saw a possible downing trend...

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